For Vuori 2025, I led the creative concept for the Mother’s Day campaign, collaborating closely with the product and brand teams to shape six key category looks. The campaign was designed to live seamlessly across all channels—from e-commerce and social to paid media—ensuring a cohesive visual story wherever the brand showed up. From initial concept through execution, I guided the creative direction and also led the in-studio art direction during the shoot, working closely with the model and photographer.